Key facts
- Apple is expected to unveil its first foldable iPhone on Wednesday.
- Foldable phones currently hold a single-digit percentage of the global smartphone market.
- Challenges for foldables include inferior cameras, shorter battery life, and screen creasing.
- Technological advances have improved durability and reduced creasing in newer foldable models.
- Samsung leads the foldable market with a 40% share, followed by Huawei with 30%.
- Apple is known for adopting a second-mover advantage by learning from rivals' mistakes.
Apple is reportedly set to unveil its first foldable iPhone, a move that could significantly boost a niche market that has struggled for mainstream adoption despite years of development by rivals like Samsung and Huawei. The company's entry into the foldable space, expected on Wednesday, represents a major evolution for its flagship device, which accounts for roughly half of Apple's revenue.
Foldable phones have attracted attention for their large screen sizes but have only captured a small fraction of the global smartphone market due to trade-offs such as less advanced cameras, reduced battery life, and a noticeable crease on the screen when unfolded. However, analysts suggest that Apple, known for its ability to refine and popularize technologies introduced by others, stands to benefit from ongoing supply chain and technological advancements that have made foldables more durable and less prone to creasing.
Foldable phone concepts have existed for decades, with Chinese display maker Royole shipping the first device, the FlexPai, in 2018. Samsung's $2,000 Galaxy Fold, launched in 2019, faced significant reliability issues, with reviewers reporting broken screens and peeling protective layers, leading to a delayed launch. During this period, different form factors emerged: Samsung's inward-folding Galaxy Fold expanded into a small tablet, while Motorola's revived Razr featured a clamshell design. Huawei's Mate X also launched in 2019 with an outward-folding screen, and Microsoft's Surface Duo, released in 2020, used a hinge to connect two separate displays before being discontinued.
Google entered the foldable market in 2023 with its $1,799 Pixel Fold. More recently, advancements have included tri-fold devices, with Huawei launching one in September 2024 and Samsung following in December 2025. Currently, Samsung leads the foldable market with approximately 40% share, followed by Huawei with 30%. The 'passport' shape, wider and shorter than book-style foldables, is seen as advantageous for media consumption and is expected to be adopted by Apple. Analysts anticipate Apple's entry will accelerate market growth, with IDC forecasting a nearly 30% increase in foldable shipments this year, contrasting with a projected decline in non-foldable smartphones. Tarun Pathak, research director at Counterpoint, noted that while Apple's entry will increase competition, foldables remain a small segment with significant room for growth.